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Marketing & Analytics · head to head

VWO vs Google Optimize

VWO logo

VWO

Marketing & Analytics

Experience Optimization Platform

From
Free
Rated
-
Full reviewWebsite
Google Optimize logo

Google Optimize

Marketing & Analytics

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: VWO growth plan restricted to 1 workspace and 0 custom attributes; Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • They diverge on capability: VWO covers Multivariate testing, Google Optimize covers Google Analytics integration.

Where they differ

Only the attributes on which VWO and Google Optimize actually diverge.

Attributes where VWO and Google Optimize differ
AttributeVWOGoogle Optimize
Pricing modelusage-basedfreemium
PlatformsWeb, iOS, Android, Server-sideWeb
Founded20071998

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated), category (Marketing & Analytics).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in VWO

  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Slack
  • SSL encryption
  • 20+ languages language support

Only in Google Optimize

  • Google Analytics integration
  • Visual editor
  • Real-time analytics
  • Google Tag Manager
  • Google's security
  • 40+ languages language support

Both cover

  • A/B testing
  • Google Analytics
  • Cloud deployment
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

VWO

  • A/B testing and multivariate testingnot Google Optimize
  • Conversion rate optimisationnot Google Optimize
  • Behavioural analytics and session recordingsnot Google Optimize
  • Feature experimentation and progressive rolloutsnot Google Optimize

Google Optimize

  • A/B and multivariate testing of web pages tied to Google Analytics goalsnot VWO
  • Personalising page content for defined audience segmentsnot VWO
  • Redirect tests between alternative landing page URLsnot VWO

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Google Optimize

  • Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • Any experiments and personalizations still running on that date were ended by Google
  • Google directs former users to third-party A/B testing tools, naming AB Tasty, Optimizely and VWO, rather than a replacement Google product

Pricing, plan by plan

VWO

Free

No published plan breakdown. See the VWO review.

Google Optimize

Free
  • FreeFree
    • A/B testing
    • Google Analytics integration
    • Visual editor

Which should you pick?

Choose VWO if

  • You need multivariate testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want heatmaps.
VWO review

Choose Google Optimize if

  • You need google analytics integration.
  • You want to start without paying.
  • You also want visual editor.
Google Optimize review

Questions people ask

Is VWO or Google Optimize better?
Neither clearly leads. VWO starts at Free and Google Optimize at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, VWO or Google Optimize?
VWO starts at Free and Google Optimize at Free.
Does VWO or Google Optimize run on more platforms?
VWO runs on Web, iOS, Android, Server-side. Google Optimize runs on Web.
Can I use VWO for free?
Both have a free tier, so you can try either at no cost before committing.
What is VWO best used for?
VWO is most often used for a/b testing and multivariate testing, conversion rate optimisation, behavioural analytics and session recordings, feature experimentation and progressive rollouts. Of those, a/b testing and multivariate testing and conversion rate optimisation are not what Google Optimize is typically brought in for.
What can VWO do that Google Optimize cannot?
VWO covers Multivariate testing, Heatmaps, Session recordings, Analytics. Google Optimize covers Google Analytics integration, Visual editor, Real-time analytics, Google Tag Manager. Both handle A/B testing, Google Analytics, Cloud deployment, Web support.
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